Correia, RicardoFontes, RutaVenciute, Dominyka2026-02-182026-02-182025Correia, R., Fontes, R., & Venciute, D. (2025). From Human to Posthuman: The Strategic Role of Virtual Influencers in Contemporary Marketing. In Redefining the Future of Digital Marketing With Virtual Influencers (pp. 1-24). IGI Global Scientific Publishing.9798337302560http://hdl.handle.net/10198/35771This chapter explores the growing phenomenon of Virtual Influencers (VIs) in digital advertising and their transformative impact on brand communication. As artificial intelligence and computer-generated imagery enable the creation of lifelike digital personas, VIs offer marketers a new set of tools to engage consumers across global markets. The chapter examines the theoretical foundations of parasocial interaction and source credibility to understand how audiences respond to these non-human figures.engbook part10.4018/979-8-3373-0255-3.ch001